A study by Serasa Experian, the first and largest data tech company in Brazil, revealed that Generation X, born between 1965 and 1980, leads the adoption of routine conscious consumption practices, such as "consume less and choose quality products" and "use reusable bags." In eight of the nine stocks analyzed, this group outperformed the national average — with six of them standing out, showing the highest percentages among all generations. Only 2.4% of Generation X respondents state that they do not adopt any of the listed practices. Despite the high engagement, Generation X identifies more with experiential (20.7%) and traditional (19%) consumption profiles than with conscious (17.7%).
In general, only 3% of Brazilians declare not adopting any sustainable practices in their daily lives. Check below the table with the complete breakdown by generation regarding adherence to sustainable practices:
Southern Brazil region leads in adoption of sustainable practices
In the regional breakdown, the study highlights reveal that the South of Brazil leads in adopting sustainable practices, surpassing the national average in several areas. The biggest difference was recorded in the action "consume less and choose quality products," where the region reached 48.3% — ten percentage points above the national average. In the Southeast, the priority is on choosing companies with proven sustainable practices, with 17.1% of respondents stating this preference, while the Midwest appears at the other end, with the lowest rate (11.3%). The Northeast stands out for being the region with the lowest adoption of buying clothes at thrift stores, with only 11% of respondents reporting this habit. Despite that, this is the region with the highest identification with the conscious consumption profile (21%). See below a table with the regional comparison in detail:
The study also reveals that 20% of respondents intend to increase their consumption of sustainable products in the coming years. In terms of consumption profile, the "Conscious" type is the third most cited by Brazilians (17%), behind "Traditional" (17.5%) and "Experiential" (20.1%). This trend is reflected in the increasing demands of consumers regarding companies' ethical stance: 14% would stop buying from brands that disrespect consumer rights, 12% in cases of dishonesty, 7% due to mistreatment of employees, and 6% because of negative impacts on the environment.
"Today’s consumer does not just choose products; they choose purposes. In a scenario where conscious consumption takes center stage, brands that wish to remain relevant need more than just to sell: they need to understand who is on the other side. Recognizing your audience's profile and connecting with their values is the first step to building lasting relationships, creating a positive impact, and occupying a legitimate space in people's lives," says Isabela Torres, Director of Marketing Services at Serasa Experian.
According to Serasa Experian, lifestyle changes accompany this evolution: 39% say they are more focused on saving money and avoiding waste, while 33% prioritize health and well-being.
